Health & supplements · Shopify
Acquisition looked expensive because the offer was wrong, not the targeting.
A first-order-only view made paid acquisition look unaffordable. Once repeat contribution was modelled properly, the constraint turned out to be the landing experience and the entry offer.
- Ad spend
- $40k–$55k / month ad spend
- Timeframe
- 6 months
- Channels
- Meta Ads, Google Ads, CRO, Offer strategy
Headline outcome
+41%
Contribution margin
Driven by offer and onsite changes
Placeholder data — replace with verified client results before publishing.
Before and after
What actually changed.
Measured in ScaleAble against the store's own Shopify data across the engagement window.
| Metric | Before | After | Change |
|---|---|---|---|
| Contribution margin | 14.8% | 20.9% | +41% |
| Conversion rate | 1.62% | 2.31% | +43% |
| Average order value | $48 | $67 | +40% |
| Blended CPA | $38 | $31 | −18% |
Contribution margin
+41%- Before
- 14.8%
- After
- 20.9%
Conversion rate
+43%- Before
- 1.62%
- After
- 2.31%
Average order value
+40%- Before
- $48
- After
- $67
Blended CPA
−18%- Before
- $38
- After
- $31
Placeholder data — replace with verified client results before publishing.
The trend
Profit and spend, plotted together.
The view we manage from. If the profit line does not respond to the spend line, the spend is not working — regardless of what the ad platform says.
Placeholder series — replace with the client's actual monthly figures. Values shown in $000s.
The breakdown
Problem, change, outcome.
Vertical · Health & supplements
Spend · $40k–$55k / month ad spend
Window · 6 months
The problem
- Paid acquisition was judged on first-order return, which made almost every campaign look like a loss.
- The primary landing page sent all traffic to a single low-priced entry product with thin margin.
- Google and Meta were optimising toward cheap conversions, which pulled the mix further toward the least profitable SKU.
What we changed
Rebuilt the entry offer
Bundles and a higher-value starter set replaced the single low-margin entry product as the primary paid destination.
Fixed the landing experience
Page structure, proof placement, offer clarity and mobile checkout friction were reworked before any further budget went in.
Re-pointed platform optimisation
Conversion actions and value rules were changed so both platforms optimised toward higher-contribution purchases rather than cheapest conversions.
Tracked repeat contribution
Repeat purchase behaviour was modelled into contribution so acquisition targets reflected the actual economics instead of first order only.
What happened
- Contribution margin improved substantially without increasing spend.
- Higher AOV made previously unaffordable audiences profitable.
- Onsite conversion work produced more margin than any in-platform optimisation that month.
Client quote slot
A short, approved quote from the founder or marketing lead goes here — two or three sentences about the change in how decisions get made. Add it to quote on this case study once you have written permission.
Brand or product imagery for the health & supplements case study
Recommended: 1,600 × 900px
Aspect ratio: 16:9
Next step
Find out what your ad spend is actually earning you.
A 30-minute call: we look at your current Google Ads and Meta Ads structure, your Shopify economics, and tell you where profit is being lost. No deck, no pitch theatre.
$1,500 per month
Paid search, paid social, creative, CRO and profit analytics in one retainer.